Conducting the survey
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Conducting the Survey. SESSION OBJECTIVES. By the end of this session, campaign managers should be able to:. Practice determining sample sizes for all of your target audiences Roughly identify where the interviews will take place

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Conducting the survey
Conducting the Survey

Module 2, Unit 5, Session 6

Session objectives

By the end of this session, campaign managers should be able to:

  • Practice determining sample sizes for all of your target audiences

  • Roughly identify where the interviews will take place

  • Identify standard practices for training enumerators to implement the survey

  • Minimize bias and error during survey implementation

Module 2, Unit 5, Session 6

Qualitative research in 4 steps
Qualitative Research in 4 Steps

  • Conceptualization

    • Problem you want to solve and scope of research

  • Research Design

    • Survey Design (completed) | Survey Settings (location)

    • Survey Sampling | Sample Size

  • Data Collection

    • Conducting the survey

  • Data Analysis and Reporting

    • Analyzing results and measure effectiveness of survey

  • Conceptualizing your survey
    Conceptualizing your survey

    • Conceptualizing includes defining:

      • The problem you want to solve

      • The scope of your research project


    The scope in survey research is determined by the target population, or the group of people that you want to study with the survey.

    Conducting the survey

    Considerations When Determining Scope

    • Who do I survey, what to consider?

    • Geography (location and proximity to MPA)

    • Age range

    • Gender

    • Employment

    • Gender

    • Socio-economic status

    2 research design

    2. Research Design

    Survey Design (completed) | Survey Settings (location)Survey Sampling | Sample Size

    Designing your survey
    Designing your Survey

    • Setting: where do I survey?

    • Survey Sampling: who/what group should I survey?

    • Sample Size: how many do I survey?

    Survey setting where do i survey
    Survey Setting: where do I survey?

    Four Types of Setting:(Millard Brown Market Research, Ltd.)

    Door-to-Door: best way to guarantee random and representative sample. Restriction: more time and resource required. (consensus data)

    Other Defined Place: Conduct surveys in multiple places. Most useful in finding larger number of respondents. (business, parks, shopping centers, street corner, markets, other public places)

    Pre-determined Location: Conduct in very specific locations to target a defined audience and excludes all other. (arriving tourists at airport, fishermen at docks)

    Central Location Tests: specific location to conduct survey (at the end of workshop or presentation)

    Conducting the survey

    Survey Sampling:

    Who/what group should I survey in population?

    Module 2, Unit 4, Sub-Unit 1.1

    Conducting the survey

    Designing your Survey: Sampling

    Module 2, Unit 4, Sub-Unit 1.1

    Designing for your survey sampling
    Designing for your Survey: Sampling

    • Most important and difficult part of survey

    • Impossible to interview everyone in your area (at most sites)

    • You want to select a “representative” sample

    • The best way is though a random sampling procedure

    • No magic number to tell you how many people you need to interview

    Designing your survey randomize sampling1
    Designing your Survey: Randomize Sampling

    • *Random Sampling: every person in your target population has an equal chance of being selected to be in the sample:

    • Ways to randomize your sample:(Target Population must first be defined)

    • Simple Random Sample: choosing samples from a single pool of the population (picking from a hat)

    • Stratified Sampling: You would divide this large pool of subjects into several groups (strata) and then randomly select subjects from within each group. The number of subjects selected from each group is fixed by design.

    Conducting the survey

    Strata (level 2)

    Strata (level 1)

    Stratified Sampling: Understanding Strata

    Selecting your sample size
    Selecting your Sample Size

    • No magic number to get “valid” or “statistical significant” result.

    • Three Things to Take when Choosing Sample Size:

      • Population Size

      • Confidence Level: tells you how sure you can be you that your sample is generally representative of the population .

      • Confidence Interval: reflects your probability of having a sampling error in your survey.

    • General Trends for CL, CI and Sample Size:

      a) The larger your sample size, the smaller your confidence interval (less likely to make sampling error).

       b) Confidence level: The larger your sample size, the more sure you can be that their answers truly reflect the population (higher confidence level).

      c) Standard CL is: 95% or 99% | Standard CI is: 2.5% or 5%


    How to know if statistically different?






    K level %






    How do we calculate for sample size
    How do we calculate for sample size?

    Conducting the survey

    Stratified Sampling: Example

    • Municipality of Bebeh = population (N) of 2500

    • Composed of 4 barangays

    • Sample size (n) = 333

    Quick exercise
    Quick exercise

    • Municipality of Jongoland = population (N) of 700

    • Composed of 3 barangays

    • Sample size (n) = 248

    Let s go back to scope questions to consider
    Let’s go back to scope: Questions to consider

    • Do you want equal representation between men and women?

      • Implication: know what time/s of day to survey

    • What survey setting should I use? (door-to-door, any other defined place, etc.)

      • Implication: where to specifically find subgroups of target audience (i.e: fishermen)

    Experimental design using a comparison group
    Experimental Design – using a comparison group

    Treatment/Intervention/Pride Campaign

    Module 2, Unit 4, Session 8

    Experimental design
    Experimental Design

    • Choosing a Control Group:

    • Similar Demographic and Scope: Must be close enough to experimental group so that culture, environment, language, and other factors are very similar.

    • Unexposed to Campaign Activity: Far away enough so that people in the control group are unlikely to be exposed to any of the campaign (intervention) activities.

    • *note for those who read pre-reader: comparison group = control group

    3 data collection

    3. Data Collection

    Actually conducting the survey

    Preparing for your survey enumerators
    Preparing for your Survey: Enumerators

    • Teachers

    • University students

    • Dept. of Statistics personnel

    • High school students

    • Lead Agency personnel

    • NGO volunteers

    • Hopefully for free: minimum to keep enumerators engaged (lunch, transportation, small celebration). Money spent on this is money not spent on campaign material and activities only (core funds).

    Preparing your enumerators
    Preparing your enumerators

    • Ideally, 5-6 enumerators

    • Level off

      • Clarify and standardize group understanding of questions and procedure of administering survey (i.e: asking questions, randomizing, time, etc.)

    • Pre-test the survey questionnaire to iron out any bugs

    • Prepare schedule (date, times, jurisdictions, survey settings)

    • Refer to reader for other tips

    Conducting your survey
    Conducting your Survey

    • Pleasant personality

    • A professional manner

    • A good listener

    • A trusted person

    • Language proficient

    • Well presented

    • Be mindful of time

    • Taking “no” as an answer? – ideal response rate is 80%

    • Refer to reader for other tips

    Time to be kapalmuks baga g nawong

    Conducting the survey

    Training and rules for interviewers
    Training and Rules for Interviewers

    Be courteous.

    Maintain confidentiality of the interview at all times.

    Introduce the survey by saying who is running it, its general intentions, and how the respondent was chosen (usually at random).

    Be professional, have all your materials ready and keep to the purpose of your visit.

    Be familiar with the questionnaire so if there are filters and skip patterns, you know where they lead.

    Read each question exactly the same to each respondent.

    Speak slowly and clearly so you can be understood.

    Don’t mark an answer until the respondent states it.

    If a response is incomplete, use a neutral probe, to get the respondent to fully answer the question.

    Before leaving, make sure the questionnaire is completed.

    Thank the respondent and leave.